FINAL REPORT COMPILED BY IDEAS IN PARTNERSHIP LTD JUNE 2018 CONTENTS EXECUTIVE SUMMARY .................................................................................................................. 4 SECTION 1: INTRODUCTION AND BACKGROUND .................................................................. 5 1.1: BACKGROUND ........................................................................................................................... 5 1.2: INTRODUCTION ......................................................................................................................... 6 1.3: KEY OUTCOMES ......................................................................................................................... 6 SECTION 2: METHODOLOGY ................................................................................................. 7 2.1: THE BRIEF................................................................................................................................... 7 2.2: SECONDARY RESEARCH ............................................................................................................. 7 2.3: THE QUESTIONNAIRE (ENCOMPASSING BRIEF) ........................................................................ 7 2.4: FOCUS GROUP(S) ....................................................................................................................... 9 2.5: BRIEFING OF STAFF .................................................................................................................... 9 2.6: PILOT .......................................................................................................................................... 9 2.7: PRIMARY RESEARCH ................................................................................................................ 10 2.8: COLLATION .............................................................................................................................. 10 2.9: ANALYSIS ................................................................................................................................. 10 2.10: PRESENTATION .................................................................................................................... 10 SECTION 3: SAMPLE ........................................................................................................... 11 3.1: SAMPLE .................................................................................................................................... 11 3.2: TIMINGS ................................................................................................................................... 25 SECTION 4: SECONDARY RESEARCH FINDINGS .................................................................... 26 SECTION 5: FOCUS GROUPS ............................................................................................... 34 SECTION 6: ABERDEEN CITY COLLATION ............................................................................. 46 SECTION 7: ABERDEENSHIRE COLLATION ............................................................................ 70 SECTION 8: CONCLUSIONS AND RECOMMENDATIONS ........................................................ 90 8.1: CONCLUSIONS ......................................................................................................................... 90 2 Ideas In Partnership 2018 © 8.2: RECOMMENDATIONS .............................................................................................................. 94 APPENDICES 96 APPENDIX 1: MEDIA ARTICLES ..................................................................................................... 97 APPENDIX 2: “GETABOUT” QUESTIONNAIRE ............................................................................. 108 APPENDIX 3: FOCUS GROUP ATTENDEES .................................................................................. 114 APPENDIX 4: RESULTS OF INDIVIDUAL ABERDEENSHIRE COLLATION ....................................... 116 PETERHEAD ................................................................................................................................... 116 FRASERBURGH .............................................................................................................................. 131 INVERURIE ..................................................................................................................................... 145 BANCHORY .................................................................................................................................... 159 STONEHAVEN ................................................................................................................................ 171 ELLON ............................................................................................................................................ 183 HUNTLY ......................................................................................................................................... 194 3 Ideas In Partnership 2018 © EXECUTIVE SUMMARY Sustainable transport is an important topic for people living in Aberdeen City and Shire with (97.3%) in the City and (93.6%) in the Shire supporting the concept. “Getabout” as a brand is not as well known as it ought to be with only (24.8%) in the Shire and (24.7%) in the City having heard of it. A great deal of work needs to be done in creating an awareness campaign and this could be done by better use of website, apps and promotional activity at central transport hubs such as at the airport, railway stations and bus depots. “Getabout” currently has an information and educational programme but this needs to be enhanced and they need to take a lead in this area. There is a need to educate in schools, workplaces, and to provide more information at central locations. Getabout cannot do this on their own; but all the partner organisations have a role to play, particularly the two councils. The perceived and actual thoughts with regards to our local transport infrastructure are at best resignation and at its worst lack of trust in anything new happening. The lack of a “can do” mentality, the perceived blockages by planners and a general lack of joined-up thinking have left the Aberdeen City and Shire customer sceptical and disillusioned. The work ahead for “Getabout” will not be easy, but if a strategic approach is taken and the areas that can be tackled are indeed addressed, such as information, education and communication then the general public will get behind this initiative and help to drive forward the more difficult infrastructure issues. Where there is a will there is a way! 4 Ideas In Partnership 2018 © SECTION 1: INTRODUCTION AND BACKGROUND 1.1: BACKGROUND Scotland’s National Transport Strategy aims for an accessible Scotland with safe, integrated and reliable transport that supports economic growth, provides opportunities for all and is easy to use; a transport system that meets everyone’s needs, respects the environment and contributes to improved health. Established in 2009, “Getabout” is a joint project featuring several organisations who are striving to create a sustainable transport system and greater transport choices in Aberdeen City and Shire. Working together, the partners want to promote healthy and sustainable transport choices for everybody travelling within the region and beyond. All partners take steps to make active and sustainable forms of transport more accessible for their staff, their users and everybody in the North-east. Partners include Aberdeen City and Aberdeenshire councils, Nestrans, NHS Grampian, University of Aberdeen, Robert Gordon University, North East Scotland College, the James Hutton Institute and the Energy Saving Trust. By enabling the public to consider options like car-sharing, taking the bus or train, cycling or walking for some of their trips, we can reduce congestion and improve air quality on the roads and everybody can enjoy the benefits. LEVEL OF BRAND AWARENESS Although segmented into two local authority administrative areas, the people of Aberdeen City and Shire do not typically see themselves as split by the boundary; frequently travelling between two areas for work, residential and social needs. In recognition of this, all activities undertaken by partners in the promotion of sustainable and active travel carry the shared ‘“Getabout”’ brand. This creates a single point of identification with which their audience can follow and engage. Between partners, there are a significant number of activities, events and promotional campaigns which run each year, aimed at a wide audience, to encourage a range of targeted behaviours. From events for school children supporting them to walk or cycle to school safely; promotional campaigns to encourage the use of Park & Ride facilities; or bespoke events for private companies who wish to engage with their staff to encourage car-sharing with colleagues. 5 Ideas In Partnership 2018 © 1.2: INTRODUCTION The “Getabout” partnership contracted with Ideas In Partnership to undertake an in-depth evaluation to achieve a better understanding of the attitudes, held locally, towards the usage of sustainable and active travel. Between partners there is a significant budget spent each year on a range of projects, activities, events and promotional campaigns in a bid to promote the use of sustainable and active travel. Ideas In Partnership undertook a large-scale evaluation to gain an in-depth understanding of the